PHE Ethiopia Consortium Sustainability Plan Website and Online Resources Dagmawi Iyasu of Research Logistics 10/13/2010
Table of Contents Acronyms...3 Background and Rationale...4 Goals and Objectives...8 Expected Results...9 Strategies...10 Operational Plan...13 Budget and Costing...15 Annexes...16 PHE Ethiopia Consortium Website and Online Resources Page 2 of 16
Acronyms AIDS ETC FP HIV ICT/IT K4Health MSI MDG NGO OD PHE PHI PAI PRB RH Acquired Immunodeficiency Syndrome Ethiopian Telecommunication Corporation Family Planning Human Immunodeficiency Virus Information, Communication and Technology/Information Technology Knowledge for Health Management Systems International Millennium Development Goal Non-governmental Organization Organizational Development Population, Health and Environment Public Health Institute Population Action International Population Reference Bureau Reproductive Health PHE Ethiopia Consortium Website and Online Resources Page 3 of 16
Background and Rationale Population, Health and Environment (PHE) interventions evolved from single sector approaches in the early 1990s. Organizations began to recognize that communities could not engage in adequate stewardship over their environment if their basic needs were not met. Initial projects revealed that as people s health, nutrition and economic needs were met they were more capable and open to addressing natural resources and conservation needs. Further, the PHE integrated approach acknowledges that people do not live their lives in single sectors but deal comprehensively with all health, livelihood, family and environmental needs on a daily basis. PHE interventions have gained substantial community support where they are implemented because addressing community needs in an integrated fashion makes sense to the community members. PHE interventions in Ethiopia gained momentum after the November 2007 Regional Conference on Population, Health and Environment, which was held in Addis Ababa. Following this conference the regional East Africa PHE Network was established along with in country networks including Ethiopia s Consortium for the Integration of Population, Health and Environment (PHE Ethiopia Consortium). Capacity building activities and funding for PHE pilot projects were also initiated after this conference by the Packard Foundation. In addition, stakeholders were identified and analyzed. Based on the process, development-focused organizations working on health, FP/RH, HIV/AIDS, Livelihood, conservation, education, etc. were taken as stakeholders. These organizations represented local and international NGOs, government bodies, higher learning institutions, associations and community organizations that are contributing to the success of the national development agenda and the MDGs. Through piloting of PHE projects, networking, capacity building and research activities, implementing organizations and stakeholders determined PHE in Ethiopia to be about livelihoods and people. The following definition is adapted specifically for the Ethiopian context: population, health and environment (PHE) interventions in Ethiopia are a holistic, participatory development approach whereby issues of environment, PHE Ethiopia Consortium Website and Online Resources Page 4 of 16
health and population are addressed in an integrated manner for improved livelihoods and sustainable well-being of people and ecosystems. 1 According to its strategic plan of 2009-2012, PHE Ethiopia Consortium strives to realize five specific objectives, including: 1) Build the capacity and utilization of PHE Ethiopia Consortium Secretariat, members and stakeholders to integrate PHE; 2) Enhance an enabling environment for the integration of PHE at various levels; 3) Improve coordination and communication among members and stakeholders of PHE Ethiopia Consortium; 4) Sustain support for Integration of PHE and climate change mitigation and adaptation; and 5) Improve a system to monitor, evaluate, research, document and disseminate PHE interventions. A critical part of PHE-Ethiopia s strategy to realize its five objectives is the development of a website and online resource center to facilitate coordination, communication, networking and capacity building of members and partners. PHE Ethiopia also engages in trainings and print materials production. Accordingly, to execute these activities, the Consortium currently has a full-time Director, Program Assistant, IT Officer and Finance Officer. PHE Ethiopia also accesses external technical support from consultants and Packard supported fellows. For example, an organizational development (OD) consultant was hired by Management Systems International (MSI) to provide support PHE Ethiopia Consortium (http://www.phe-ethiopia.org) to accomplish two goals: 1) to help PHE- Ethiopia maximize the use of the internet to enhance its ability to serve current members and partners and to attract new ones, and 2) to sensitize PHE-Ethiopia Consortium membership and partners about network developments in terms of additional access to both online and hard-copy resources and information, and how the internet/email can provide easy access to those things and many others. The simple rationale is to build on existing assets (i.e. the website) and strengthen organizational capacity to realize stated objectives and beyond. In the process, the consultant participated in workshops targeting members and partners and developed this sustainability plan to maintain and develop the network s online capacity building resources and networking. The findings of the workshops involving members and partners from various parts of the country highlight the critical need for technical support (i.e. IT and content) to access relevant and contextualized online resources and 1 PHE Ethiopia Consortium Strategic Plan 2009 2012 (Draft) PHE Ethiopia Consortium Website and Online Resources Page 5 of 16
increased support to create awareness and use of internet for online networking and capacity development. Overall, the following recommendations and areas of focus were communicated during the workshops and are the basis for the current sustainability plan: 1. Knowledge gap on the PHE approach and online-based resources beyond search engine based resource hunting is a challenge and needs to be addressed in the context of demand creation to ensure relevance and effectiveness of PHE Ethiopia s website and online resources in the short and medium term. For example, some members know and better utilize online resources to facilitate work than other members while the overall knowhow and utilization level remains minimal for most members and partners of opportunities for online networking and capacity building; o Information dissemination and promotion, capacity building and experience sharing among members/partners through various channels need to be highlighted in the plan; o Activities that respond to the personal and organizational capacity of members/partners (and their staff) with intent to transform are essential and need to be highlighted in the planned sustainability plan; 2. External (i.e. Ethiopian Telecommunication Corporation - ETC) and internal (i.e. members and partners) online infrastructure and commitment to investment (i.e. positive attitude for online technology application, financial, and infrastructure) is critical and the resulting impact need to be articulated when formulating the sustainability plan; o Promotional and marketing efforts need to be able to address and overcome the challenges of minimal online infrastructure and commitment to investment to observe desired behavior change in online resource utilization (i.e. PHE Ethiopia s website); o Implementation planning and budgeting needs to take these issues into consideration as well when developing a timeline and budget for various activities that can help ensure the effectiveness and efficiency of identified strategies; o Planned activities need to take into account the diversity of members and partners, especially along regional location and organizational resources, to be effective in translating articulated strategies into actions to overcome observed gaps in infrastructure and commitment; 3. Content development and interactive forums within the PHE Ethiopia website need to play a central role in the sustainability plan to ensure ongoing interest and support by members and partners including financial (e.g. annual core funding) contribution and materials/information communication; and PHE Ethiopia Consortium Website and Online Resources Page 6 of 16
4. Technical support and backstopping are also essential strategies that need to be incorporated into the sustainability plan with various activities that are relevant in the short, medium and long term thinking of both the PHE Ethiopia Consortium and its website. It was also clear from the workshops that members and partners have not yet maximized their use of the internet to transform their working culture, and many lacked the commitment to invest accordingly. However, the workshops also managed to make inroads in addressing commitment to investment (i.e. attitude, financial, and infrastructural) and related challenges. The great enthusiasm shown by participants and appreciation expressed for such a resource is an opportunity to be taken advantage of immediately and systematically. This sustainability plan intends to systematize and facilitate this engagement process for the coming three years, 2011 2013. PHE Ethiopia Consortium Website and Online Resources Page 7 of 16
Goals and Objectives Goals: Transform PHE Ethiopia Consortium s website into a comprehensive and one-stop portal for member and partner organizations and their communities; and Create sustainable mechanisms for PHE Ethiopia Consortium s website to make available critical resources and serve as the communication platform for relevant stakeholders, particularly member and partner organizations and their communities Objectives: Strengthen and sustain PHE Ethiopia Consortium s website to enhance technical knowledge on integrated PHE approach, share experiences, promote best practices and participate in agenda setting in Ethiopia and beyond; Build capacity of member and partner organizations to use and benefit from online networking and capacity development resources; Create and sustain commitment of member and partner organizations to invest in online networking and capacity building resources and to utilize resources on its website and maximize benefit; and Establish mechanisms for long term resource mobilization and funding for PHE Ethiopia Consortium s website. PHE Ethiopia Consortium Website and Online Resources Page 8 of 16
Expected Results PHE Ethiopia Consortium plans to realize a number of expected results within the coming three years (2011 2013). The expected results are prioritized below: 1st. PHE Ethiopia Consortium s website is transformed into a one-stop portal and becomes the national communication platform 2 for the PHE approach in Ethiopia and beyond by 2011; 2nd. Communication, information sharing and engagement among member and partner organizations and their communities facilitated by 2011; 3rd. Technical capacity of member and partner organizations of PHE Ethiopia Consortium on the PHE approach is systematically enabled and enhanced by 2012; 4th. Adequate funding to realize the objectives and expect results of this sustainability plan is secured by 2012; 5th. Program, research, marketing and IT infrastructure and capacity of PHE Ethiopia Consortium is strengthened and able to cater to the relevant needs of members and partners by 2013 and sustained; and 6th. Long term fundraising and resource mobilization capacity of PHE Ethiopia Consortium to support internal and/or member s initiatives is built by 2013. 2 This refers to the transformation of PHE Ethiopia s website into an interactive destination and the leading platform for communication among members, partners and other stakeholders that are interested in and working in PHE. PHE Ethiopia Consortium Website and Online Resources Page 9 of 16
Strategies To produce the expected results and take lessons to realize the stated goals and objectives, it is essential for PHE Ethiopia Consortium to push-forward the five complementary strategies. These strategies are: 1. Build a system for ongoing content development 2. Strengthen existing partnerships with members and partners 3. Expand relationship with key institutions (i.e. governmental, NGOs, and donors) 4. Integrate and sustain evidence-based marketing and promotion efforts 5. Develop and strengthen fundraising and resource mobilization channels PHE Ethiopia Consortium needs to make content development the central strategy to help transform its website into a one-stop portal for Ethiopia on the PHE approach and facilitate the realization of the other recommended strategies. The content development effort needs to include member and partner organizations. PHE Ethiopia Consortium needs to lobby member and partner organizations to have their own online presence (i.e. website 3 ) to facilitate communication and synergy in PHE programming in Ethiopia and beyond. Doing so will also have significant added value to PHE Ethiopia s website content and support ongoing development efforts. However, it will require PHE Ethiopia Consortium to make strategic and cost-effective investment in strengthening and developing internal capacity to support members and partners in the PHE approach and ICT. At a minimum, PHE Ethiopia needs to add additional staff with extensive experience in program management with PHE expertise and information technology and website development. These personnel need to also document accomplishments and challenges (i.e. engage in extensive monitoring and evaluation activities) to articulate existing gaps and engage in technical support of members and partners and business development activities to sustain PHE s website and online resources. Accordingly, it is essential for PHE Ethiopia Consortium to provide technical support and feedback to member and partner organizations on their websites and online resources. This is critical since the works and outputs of member and partner organizations will constitute a major part of the content for PHE s website and online resources. In doing so, PHE Ethiopia Consortium will be strategically positioned to promote the 3 Many members and partners have a website. However, it is hardly active and updated regularly. The emphasis needs to be lobbying for increased quality and diversity in content of their organization s website. PHE Ethiopia Consortium Website and Online Resources Page 10 of 16
accomplishments and challenges of members and partners, build their capacity to manage PHE projects, and facilitate information sharing. As the communication platform of choice, the PHE website and online resources will serve as a key mechanism to generate and sustain strong commitment and involvement by members and partners in the consortium. It will help strengthen existing partnerships and create opportunities for additional relationship building. PHE Ethiopia Consortium is engaged in a number of offline activities that can play a central role in sustaining current and planned online efforts. For example, PHE Ethiopia organizes and coordinates various engagement opportunities and events with various stakeholders such as orientation workshops, field trips and trainings. It also produces various communication materials such as flyers, brochures, newsletters and technical magazines to document and disseminate activities, accomplishments, challenges and best practices of the Consortium and members and partners. These present additional opportunities for evidence-based marketing and promotion 4 of efforts and the website. The integration and linking of contents of the website and print materials is an essential precondition. The linking of the website with that of members and partners websites is also need to increase visibility of PHE Ethiopia Consortium s website and online resources. As was the case during the development of this sustainability plan, it is essential for the Consortium to organize face-to-face events around its website and online resources to ensure maximum usage and benefit by members and partners. It should serve as a channel to build capacity and gather feedback to ensure consistent accommodation of the interest of member and partner organizations and their communities. This will be very essential when the PHE approach takes root and gets scaled-up with many more stakeholders taking interest in concept and its application. It should also serve as a communication channel to maintain set standards of the approach and sustain commitment of members and partners. Collectively, these strategies can help strengthen and sustain the various online initiative of the Consortium. However, an organized effort and strategy is essential for fundraising and resource mobilization, which will also feed into the other strategies. However, these need to build on existing efforts and opportunities. For example, the Consortium collects a small financial contribution from members and partners (i.e. 1,500 ETB and 500 ETB as one-time membership and annual fees, respectively). It also receives additional project and core funding from organizations such as Packard, PHI, 4 This refers to the need to link marketing and promotional activities to that of monitoring and evaluation activities of PHE Ethiopia. It needs to focus on PHE specific projects and contribution of its online platform (i.e. website). These will ensure relevance and sustain utilization by members and partners. PHE Ethiopia Consortium Website and Online Resources Page 11 of 16
PAI, and PRB. It has also established a relationship with K4Health (i.e. an online resource site) to build its organizational capacity to manage an online resource center. However, the Consortium primarily accesses resources and financial support from restricted sources, which are funds made available for a particular project and not for organization-wide strengthening. These are not always suitable to a network organization that requires a great deal of flexibility and accommodating for unforeseen events and opportunities for coordination, capacity building and agenda setting. Thus, it is critical for PHE Ethiopia Consortium to build on its base and generate both restricted and unrestricted funding sources, especially the later. In addition, non-financial resources such as that of K4Health need to be diversified and enhanced to ensure organizational learning and development. In particular, attention needs to be given to unrestricted funding opportunities that can facilitate online resource development and capacity building of members and partners. A starting point needs to be members and partners themselves. For example, annual membership contributions need to be significantly increased, at least 10 fold 5. This is justifiable and possible as the services and products of PHE Ethiopia Consortium are member-centered and add value to their work. In addition, the Consortium needs to institutionalize business development approaches that make allocation of organizational development resources mandatory for all funding sources. In a few years time, PHE Ethiopia needs to integrate and streamline evidence-based marketing and promotion and fundraising and resource mobilization strategies along with the assignment of a competent professional to help support the effort of the program and IT experts. By systematically pushing through these complimentary strategies, the Consortium will be able to secure the necessary resources to cover the minimal cost of maintaining a functional website and online resources that caters to its members and partners. 5 This is a significant jump for the previous fee. However, the resulting financial burden is very minimal for members and partners when their overall organizational budget is taken into account. However, PHE Ethiopia needs to take an aggressive stand and lobby to generate and sustain commitment through dialogue and transformation of the website into the envisioned communication platform. In this regard, PHE Ethiopia can entertain various pricing options to accommodate the diversity in members and partners capacity, interests and/or commitment levels. PHE Ethiopia Consortium Website and Online Resources Page 12 of 16
Operational Plan 6 The table below provides details of the operational plan to guide PHE Ethiopia Consortium. Strategies Expected Results Planned Activities/Actions Target Audience PHE Ethiopia Consortium s website is transformed into a one-stop portal by 2011 and becomes the national communication platform for the PHE approach in Ethiopia and beyond Build a system for ongoing content development Strengthen existing partnerships with/among members and partners Expand relationship with key institutions Integrate and sustain evidence-based marketing and promotion efforts Develop and strengthen fundraising and resource mobilization channels Program, research, marketing and IT infrastructure and capacity of PHE Ethiopia Consortium is strengthened by 2013 and sustained PHE Ethiopia Consortium s website is transformed into a one-stop portal by 2011 and becomes the national communication platform for the PHE approach in Ethiopia and beyond Communication, information sharing & engagement among member and partner organizations and their communities facilitated by 2011 Technical capacity of member and partner organizations of PHE Ethiopia Consortium on the PHE approach is enabled and enhanced by 2012 PHE Ethiopia Consortium s website is transformed into a one-stop portal by 2011 and becomes the national communication platform for the PHE approach in Ethiopia and beyond Program, research, marketing and IT infrastructure and capacity of PHE Ethiopia Consortium is strengthened by 2013 and sustained Technical capacity of member and partner organizations of PHE Ethiopia Consortium on the PHE approach is enabled and enhanced by 2012 Program, research, marketing and IT infrastructure and capacity of PHE Ethiopia Consortium is strengthened by 2013 and sustained Adequate funding to realize the objectives and expect results of this sustainability plan is secured by 2012 Program, research, marketing and IT infrastructure and capacity of PHE Ethiopia Consortium is strengthened by 2013 and sustained Incorporate feedbacks generated from the workshops on online networking and capacity building into the website content development process Hire an IT Officer Hire a Program Manager Hire a Fundraising Officer Research and update online content Finalize partnership and planned capacity development with K4Health Engage in annual events to update on developments and promote members/partners work Facilitate Field Trips for member and partners to generate content and sustain engagements and discussions both offline and online Sponsor annual competitive awards for targeted technical support by PHE Ethiopia s IT Officer Administer active online forums Produce online materials on technical practices and lessons learned on PHE work in Ethiopia Monitor, evaluate and give feedback to partners on their websites annually Engage in annual events to update on developments and promote members/partners work Facilitate Field Trips for member and partners Sponsor annual competitive awards for targeted technical support by PHE Ethiopia Prepare a communication and marketing strategy Conduct annual monitoring survey on members/partners websites and online capacities Engage in annual events, e.g. one day poster exhibition, to update on developments and promote members/partners work Conduct formal capacity assessment of members on their online networking and capacity development Host events at teaching institutions targeting students and researchers Lobby to increase joining and annual membership fee Secure project funding to support content and capacity building activities that make the online platform central Secure CORE funding to sustain online activities until 2014/15 Develop an organization wide fundraising strategy & guideline General Assembly and Board Members Members and partners Members; Partners (i.e. Federal and Regional Governments, Teaching and Research Institutions; and other Network organizations) Existing donors Teaching and research institutions; New members; New partners Implementing actors of development programs; Students and researchers in teaching and research institutions; and Policy makers and donors. Members Packard USAID World Bank DFID 6 Activities written in red require specific funding and/or timeline for completion. Activities in black may not require additional funding (i.e. assumed funding activities will cover the cost) but are critical outputs/deliverables. PHE Ethiopia Consortium Website and Online Resources Page 13 of 16
Secure funding to sponsor annual competitive awards for targeted technical support for a few members PHE Ethiopia Consortium Website and Online Resources Page 14 of 16
Budget and Costing Three options are presented below to facilitate implementation of activities and indicate the requirement for resource mobilization for the sustainability plan. Option 1 Minimal Targets Activities/Measure of Success Budget Source Timeline Secure Funding to Cover Domain/Web Support Fee Members and Partners Ongoing (Dec 2010) Secure current IT Officer position to support this plan Members and Partners Ongoing (Mar 2011) Secure current Project Assistant position to support this plan Projects Ongoing (July 2011) Conduct Annual Event/Workshop Online Networking/Cap. Building for Diverse Sources Ongoing Members/Partners (Aug 2011) Option 2 Modest Targets (Add on Minimal Targets) Activities/Measure of Success Budget Source Timeline Produce and publish online materials technical practices, lessons learned, etc Projects Ongoing Secure funding for Program Manager position to support content Diverse Sources Projects New development and PHE Ethiopia and PHE projects and Members (Dec 2011) Secure funding for a second IT Officer/Assistant position to support content Diverse Sources Projects New development and members/partners and Members (March 2011) Organize field trips for documentation and experience sharing to support the Diverse Sources Projects New content development process and PHE Ethiopia and Members (July 2012) Develop and implement an organization-wide communication and marketing Diverse Sources Projects New strategy document that reflects commitment and plan for the website and and Members (Dec 2012) online resources Option 3 Ambitious Target (Add on Minimal and Modest Targets) Activities/Measure of Success Budget Source Timeline Secure funding for Fundraising Officer position to support this plan and PHE Diverse Sources Projects New Ethiopia and members and Members (Dec 2012) Secure funding for Program Manager and Fundraising Officer positions from Network Members Fee New members (March 2013) Develop and implement an organization-wide sustainability document that Diverse Sources Projects New reflects commitment and plan for the website and online resources and Members (Aug 2013) Develop and implement an organization-wide fundraising strategy document Diverse Sources Projects New that reflects commitment and plan for the website and online resources and Members (Aug 2013) Secure funding for Director position from members Network Members Fee New (Dec 2013) PHE Ethiopia Consortium Website and Online Resources Page 15 of 16
Annexes PHE Ethiopia Consortium: Strategic Plan 2009-2012 Online Networking and Capacity Building Workshop Report PHE Ethiopia Consortium Website and Online Resources Page 16 of 16